Everybody talks about Content Marketing as a new thing: It is possible to deliver relevant information to your clients before your own material in order to provoke a special reaction from them. However, you may forget that the idea of sharing special content has been, for a long time, the way to display your own people’s talents. Who hasn’t read science popularisation magazines at least once? Who shares articles or studies made by their own members or guests? Those topics act as displays for a community who produces culture (and at last, as a philanthropic goal), contributing to the society.
I refuse to believe that there is some kind of business who is not able to use Content Marketing as a part of its COM strategy. Even more so if it wants to have a social media presence, which is quite essential these days. If you want to build communities of followers (the famous Engagement), you should go for the following:
- Holding the target. The “extra”, which is not necessarily tangible, makes them feel appreciated, for example: relevant information, action alerts, etc.
- Improving the image of the company among your clients. Why only talk to them about you? Your online presence will grow and so will your visibility.
- Becoming an entry point. Your company will become a source of relevant information for your target. Sharing pieces of information that would otherwise be complicated to find out by themselves will have them coming back for more.
It is obvious that establishing a Content Strategy deserves the involvement of a content curator. It means a person who understands the environment of the company, who identifies clearly their clients and who is able to translate all of this into themes that will be useful to them. However, a content curator is not a Community Manager (CM); he is just an enthusiastic researcher who can find attractive information to share with his community. Sure, a CM could be a curator (and that’s the reason why a background related to the main theme could be interesting but not mandatory, because it can also be obtained by training) or it may be possible to have several content curators who “feed” the line. They could be, at last, members of the staff with abilities for this kind of task. Perhaps in the future, organizational tendencies (some might be using it already) will help in developing this kind of spontaneous collaborators. Content Marketing is the proof that information is the weapon to attract your target to your products or services. Keep that in mind.